Advertising and Consumers 2008: It's All About Influence

This paper reports on WARC's Advertising and Consumers conference, held in London in July 2008. Key themes include the demise of the traditional purchase funnel, the importance of social networks in buying decisions, monitoring user-generated content and why some agencies are now focusing more on achieving influence than engagement.
Advertising and Consumers 2008

Advertising and Consumers 2008: It's All About Influence

James AitchisonWARC Online

It seems like the advertising sands have shifted again. Once upon a time, attention was the holy grail. Then it was engagement. And for some...

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